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STRATEGIC PLANNING GAP

Kotler identifies the firm’s Strategic Planning Gap as the difference between the actual and desired or expect sales.

For change to occur, the gap must be large enough to move the firm to strategic action.

Once the gap is recognized management can move to fill the gap (Intensive Growth – action within present product-market scope, Integrative Growth opportunities within firm’s market system, Diversification opportunities outside firm’s marketing system)

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